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Roast expands offering with senior customer experience hire

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Ruby Mellor joins Roast as CX director to boost the agency’s end-to-end customer lifecycle offering

Ruby Mellor has joined the independent TIPi Group’s digital performance arm, Roast, as CX director to solidify the agency’s end-to-end customer lifecycle offering.

Her role will ensure Roast’s customer experience and CRM proposition moves forward to create memorable customer experiences that drive brand engagement, advocacy and ultimately sustained growth for clients.

With over 15 years in the field, Mellor has a wealth of experience covering multiple industries and disciplines, helping business at all stages of maturity – whether scaling up in growth phase or enhancing already established operations.

Mellor has delivered creative and technical CX solutions for leading brands such as Photobox, Office and Rated People, and more recently joins Roast from start-up reviti where she was responsible for all customer engagement and retention activity. Before this, Mellor led the global behavioural CRM strategy for Photobox.

Mellor said: “Brands need to work hard to keep customers loyal and engaged on digital platforms as consumers seek more superior CX than ever before. Roast already hold a firm customer-centric ethos, so the key to our approach will be helping clients determine their customer needs, identify journey improvement areas and optimise, so they can build genuine customer relationships that significantly increase their KPIs.”

Gareth Owen, managing director at TIPi Group, added: “As brands continue to look beyond the click for value and ROI, it makes sense for agencies to support that approach in a much bigger way. Over the next few years, we do expect to see much more automation and opaqueness from the larger platforms such as Google for example phasing out third party cookies, making it harder to track activity. We can continue to add value for clients by looking at the interaction’s consumers have with a brand’s owned media, take more responsibility for it, and optimise it rather than focusing purely on optimising the sources of traffic.”

Roast is the performance media arm of independent digital agency TIPi Group. Also housing voice specialists Rabbit & Pork, media planning and buying experts and market, website design and development consultants Kitty, TIPi Group deliver full-service digital solutions for clients, including Experian, LV= and Freesat.